Fiat USA’s Email Focuses on a Single Benefit

Your marketing can look at the differences between similar products from the same line, but sometimes, as this email shows, you only have to focus on one.

Mailer Name: Fiat USADate Emailed: May 16, 2016

Fiat USA, a division of the Italian automotive giant, returned to the U.S. market in 2011. It’s attracted attention for its memorable TV ads as much as for the styling of its small cars. A version of its signature 500 car, the 500L, was introduced in 2014. An image of a 2016 model sits atop the body of the email. The headline reads: “The Fiat 500L. Its roominess will surprise you.”

Below, a very brief letter greets the prospect with a personalized “Ciao.” Then, it gets a bit more technical. “This unbelievably big, four-door vehicle has 42% more space” than the 500 model, it boasts. It also mentions the car’s highway mileage and limited warranty.

Next, two columns, each topped with a photo, details a few of the car’s exterior and interior features. Some of them are presented as benefits. For example, the extra room allows the seats to be “configured the way you want.” A call to action button on each column invites further research.

Finally, at bottom, two additional buttons give the prospect a choice. She can tap on one to view current offers and incentives, or find a dealer location with the other.

The Takeaway
Keep details simple enough to attract the prospect’s attention, and move them to the website for conversion.